Top Shopping apps by user acquisition performance on Black Friday

Black Friday and the holiday season turn the Shopping category on the App Store into one of the most competitive arenas of the year. As users search for deals, gifts, and last-minute essentials, millions of ad impressions and search queries are up for grabs. For app marketers, this is the moment when every ranking position, every impression, and every tap matters.

To help you prepare for the upcoming season, we looked back at how Shopping apps performed in Q4 2024. Using MobileAction’s data, we analyzed apps in the Shopping category in the US between October 1, 2024, and December 31, 2024. Instead of only looking at installs or revenue, we focused on what marketers can control directly: user acquisition visibility across organic and paid channels.

Our goal is to highlight the strategies behind leaders’ visibility so that you can apply similar tactics to your own app. We’ll focus on the strategies of the top 5 apps in the top 10 list:

1. AliExpress – Shopping App
2. Chewy – Pet Care & Pharmacy
3. Poshmark: Buy & Sell Fashion
4. SHEIN – Shopping Online
5. e.l.f. Cosmetics and Skincare
6. Whatnot: Shop, Sell, Connect
7. Nike: Shoes, Apparel, Stories
8. The Home Depot
9. Target
10. Temu: Shop Like a Billionaire

All data used in this article is sourced from MobileAction’s products and reflects the specified time frame. The rankings are meant to highlight patterns and strategies, not to provide a full performance audit of each app.

How to read the rankings

The rankings in this article are not a revenue chart or install leaderboard. They reflect user acquisition visibility for Shopping apps on the US App Store in Q4 2024, based on MobileAction data.

Apps that perform well here are the ones that repeatedly show up in front of high-intent users across organic results, Apple Ads, and other paid channels. Some apps lean more on ASO, others on Apple Ads or broader paid campaigns. When reading each profile, think about the mix, not just the position, and look for patterns that match your own category and growth stage.

1. AliExpress – Shopping App

AliExpress is one of the most recognizable global marketplaces on the App Store, connecting users with thousands of sellers and an enormous catalog of low-priced products. From electronics and home decor to fashion and accessories, the app leans heavily on time-limited deals, coupons, and flash sales that fit perfectly with Black Friday and holiday shopping behavior.

AliExpress – Shopping App’ organic ranking distribution graph ASO Report by MobileAction

The ranking graph for November and December shows a consistent visibility score with only small fluctuations, even as competition intensified around Black Friday and the holiday rush. Short peaks in early November and the final days of December suggest targeted optimization and promotional activity around key shopping moments, rather than a single spike that fades away. AliExpress is a good example of how sustained keyword distrubition and early seasonal preparation can protect visibility when category pressure is at its highest.

Impression share of AliExpress – Shopping App analyzed with Search by App by MobileAction

On the Apple Ads side, AliExpress focuses heavily on owning its brand while smartly expanding into adjacent demand. SearchAds.com by MobileAction’s data shows that the app holds a very strong impression share for its core branded queries, ensuring that users searching directly for AliExpress almost always see it in the ad placements. 

Custom product pages keywords of  AliExpress – Shopping App by MobileAction Organic CPP Results

AliExpress uses its custom product pages to compete on a wide set of high-intent shopping and marketplace queries, not only its own name. The same custom product page appears for generic terms like “shopping” and “shop”, as well as for searches that include other large retail and marketplace brands. 

Ad creative insights of AliExpress – Shopping App analyzed with Creative Analysis by MobileAction

Ad Intelligence shows that AliExpress runs campaigns with a large creative library and a broad network of publishers, placing it among the higher-ranking advertisers in the Shopping category. This scale suggests that AliExpress treats creatives as a performance lever, constantly rotating formats, concepts, and offers rather than relying on a small set of evergreen ads.

2. Chewy – Pet Care & Pharmacy

Chewy focuses on a very specific audience and has built a strong mobile experience around that niche. The app brings together pet food, toys, accessories, and pharmacy services in a single place, with subscription options and personalized recommendations that encourage repeated usage.

Chewy – Pet Care & Pharmacy’s organic ranking distribution graph ASO Report by MobileAction

The ranking graph for November and December shows a solid visibility baseline with clear lifts around the peak holiday weeks. Short spikes near key dates suggest that Chewy layers seasonal optimizations on top of an already strong core, rather than relying only on temporary tactics. For marketers in niche verticals, Chewy is a good example of how focused keyword coverage and consistent category presence can compete with much larger Shopping players during Q4.

Impression share of Chewy – Pet Care & Pharmacy analyzed with Search by App by MobileAction

SearchAds.com by MobileAction’s Apple Ads data shows that Chewy also takes a selective but clever approach to keyword buying. Instead of chasing every high-volume retail query, the app appears on a mix of pet-related, service-oriented, and retailer-focused terms where it can stay highly-visible with a relatively small group of competitors.

Apple Ads top advertisers analysis of the Shopping category in the US by SearchAds.com by MobileAction

Chewy’s position in Apple Ads is also notable when you zoom out to the wider Shopping category. In Apple Ads rankings, the app sits alongside giants like Temu, Rakuten and major apparel brands in terms of Apple Ads visibility, even though it serves a much more specific niche.

Ad creative insights of Chewy – Pet Care & Pharmacy analyzed with Creative Analysis by MobileAction

Instead of flooding every inventory source, Chewy appears to focus on a tighter set of placements and messages that speak directly to pet parents, then keeps those creatives refreshed enough to stay relevant through Q4. It is a good illustration of how a vertical app can still reach meaningful scale during Black Friday with a leaner creative stack, as long as ASO and Apple Ads are doing most of the heavy lifting on high-intent traffic.

3. Poshmark: Buy & Sell Fashion

Poshmark combines marketplace dynamics with a social feel, allowing users to buy and sell fashion items from both individuals and brands. The app positions itself as a place to discover unique pieces, second-hand deals, and limited collections, which aligns well with users who are looking for style and savings at the same time.

Poshmark: Buy & Sell Fashion’s organic ranking distribution graph ASO Report by MobileAction

For Poshmark, Q4 organic performance shows a very stable and mature ASO setup built around fashion and resale intent. Throughout November and December, the visibility score remains consistently high with only gentle peaks around key shopping weeks. That pattern suggests that Poshmark relies on a strong evergreen keyword set that already aligns well with how users search for second-hand fashion, brands, and specific product types, then layers seasonal tweaks on top for Black Friday and holiday demand.

 Impression share of Poshmark: Buy & Sell Fashion analyzed with Search by App by MobileAction

MobileAction’s Apple Ads data shows that Poshmark uses paid search to position itself right next to other resale and fashion marketplaces. The app appears on competitor brand queries such as “mercari,” “depop buy sell clothing” and “vinted shop vintage clothing,” as well as combination terms like “poshmark buy sell fashion” and broader phrases like “clothing stores.” On many of these searches, Poshmark secures a meaningful impression share even when it is not the top organic result, which helps it intercept users who are already considering similar platforms.

Metadata changes of Poshmark: Buy & Sell Fashion analyzed by App Update Timeline

Poshmark’s November update also shows how closely its product and marketing teams think about seasonality. Around mid-November, the “What’s New” section in its App Store listing shifted from a generic message about listing items to very specific holiday-focused copy. The update invites users to browse “sweater weather” finds on Posh Shows and encourages sellers to “get ready for the holiday rush” by listing now to boost their seasonal sales.

Ad creative insights of Poshmark: Buy & Sell Fashion analyzed with Creative Analysis by MobileAction

From a creative standpoint, Poshmark sits in the middle of the pack in terms of scale, but uses its assets in a very focused way. For a marketplace that relies heavily on brand and community, this approach makes sense. Poshmark can keep its visual language consistent across channels while still refreshing concepts around key moments like Black Friday.

4. SHEIN – Shopping Online

SHEIN has become a major player in fast-fashion on mobile, offering a huge assortment of clothing, accessories, and lifestyle products at competitive price points. The app leans on frequent new arrivals, themed collections, and seasonal campaigns that encourage users to browse and purchase often.

SHEIN – Shopping Online’s organic ranking distribution graph ASO Report by MobileAction

SHEIN’s organic footprint in Q4 2024 is one of the largest in the Shopping category. MobileAction’s ASO Intelligence shows the app ranking for tens of thousands of keywords on the US App Store, with a very wide base of terms in the Top 100 and a solid layer of high-ranking queries in the Top 30, Top 10, and Top 3. The visibility score sits at a consistently high level throughout the entire October to December period, with only moderate fluctuations as new campaigns and app updates roll out.

Metadata changes of SHEIN – Shopping Online analyzed by App Update Timeline

SHEIN’s update timeline shows how tightly it aligns its store presence with global shopping festivals. In early Q4, the “What’s New” copy and campaign title were tied to Singles Day, then shifted to the broader #SHEINBigSalesDay theme while keeping the same strong value proposition around “500k+ hot items” and year-end markdowns. That small but visible change keeps the campaign flexible across regions and dates, while still anchoring everything around a recognizable hashtag.

Their product page also highlights an equally coordinated visual strategy. Both before and after the update, the gallery is fully themed around Black Friday, with red and black sale visuals, up to 90 percent off messaging, and clear category cards for fashion and home.

5. e.l.f. Cosmetics and Skincare

e.l.f. brings its affordable, cruelty-free cosmetics and skincare lines into a dedicated shopping app that serves both loyal brand fans and new users discovering its products for the first time. The app experience supports discovery with curated collections, product recommendations, and limited edition drops that play well with seasonal demand.

e.l.f. Cosmetics and Skincare’s organic ranking distribution graph ASO Report by MobileAction

For e.l.f. Cosmetics and Skincare, Q4 2024, looks like a very solid season for organic visibility.  MobileAction’s ASO Intelligence shows the app ranking for more than a thousand keywords on the US App Store, with a healthy spread across the Top 100 and a strong cluster in the Top 30 and Top 10. The visibility score holds steady through October, November, and December, which suggests e.l.f. is not relying on short bursts of optimization, but on a well-structured keyword set that consistently reflects how users search for makeup, skincare, and beauty deals.

The organic download history of e.l.f. Cosmetics and Skincare analyzed with Keyword Intelligence by MobileAction

In the Organic Download History, e.l.f. captures meaningful organic share on high intent beauty terms such as “sephora,” “ulta,” “bath and body works,” and “huda beauty,” while ranking in the top positions for its own brand keywords like “elf” and “e l f cosmetics.” Many of these searches are already supported by Apple Ads activity, which means users who tap on the organic result often see e.l.f. more than once in the same journey. 

#Notable mention: Nike: Shoes, Apparel, Stories

For Black Friday and the holiday period, Nike uses the app to connect product discovery with editorial content and member-only perks. Limited releases, gift guides, and promotion-driven collections help the app capture intent from both loyal fans following specific lines and casual shoppers looking for quality sportswear. Even though it does not appear in the Top 5 of our list, Nike is a notable example of how a powerful brand app can translate storytelling, community, and product launches into sustained App Store visibility during Q4.

Nike: Shoes, Apparel, Stories’ organic ranking distribution graph ASO Report by MobileAction

MobileAction’s ASO Intelligence shows Nike ranking for tens of thousands of keywords on the US App Store, with a deep base of terms in the Top 100 and a healthy layer of highly ranked queries on top. There are hundreds of keywords sitting in the Top 10 and a solid cluster in the Top 3, which reflects how strongly users search directly for Nike and for its product lines, collections, and collaborations.

Ad creative insights of Nike: Shoes, Apparel, Stories analyzed with Creative Analysis by MobileAction

MobileAction’s Ad Intelligence shows more than 2,000 unique creatives served across over 500 publishers during that quarter. That volume points to a campaign approach built around waves of activity rather than always-on performance alone. Nike appears to test many variations around product drops, seasonal promos, and brand storytelling, then distribute them widely across different placements. For a Shopping app, it is a good example of how a strong brand can use a large but time-bound creative library to dominate key moments in Q4, while letting evergreen ASO carry most of the year-round visibility.

Key takeaways and how to turn them into your next Black Friday strategy

First, leaders balance brand and category coverage. The strongest performers protect their branded searches, then extend into generic and competitor terms that match real shopping journeys, supported by relevant custom product pages and seasonal store creatives.

Second, seasonality is planned, not improvised. Apps like AliExpress, SHEIN, Poshmark, and e.l.f. adjust messaging, screenshots, and keyword focus ahead of the holiday period. They treat Q4 as a campaign with clear phases, not a single sales day.

Third, scale is not everything. Chewy and e.l.f. show that focused vertical apps can stand beside broad marketplaces by owning a niche, choosing their keywords carefully, and using a lean but disciplined creative stack. What matters is how well your ASO, Apple Ads, and creatives line up with a specific user problem, not how many assets you launch.

Use this Q4 2024 snapshot for your own playbook. Start by benchmarking your ASO visibility against the apps in this list, identify which keyword groups you are missing, and map where custom product pages could help you speak more directly to high-intent searches.

Then review your Apple Ads setup. Are you only bidding on your brand terms, or are you also present on carefully chosen category and competitor keywords, like the top performers here? Combine that with a creative plan that includes both evergreen concepts and seasonal variants for key weeks.

Ready to prepare for your next Black Friday season with a clearer view of the market? Book a demo with MobileAction and turn these insights into an actionable user acquisition plan.